Chris Burggraeve (former Global CMO InBev, Vicomte, and co-founder of the MFX COE) gave an inspiring talk in our MSc IB Marketing-Finance program. He first explained the many challenges businesses face when trying to reach marketing excellence. Then, he introduced our students to his idea of Alpha M: the world's first marketing excellence rating system. Alpha M targets at translating marketing excellence into a language that investors and analysts are used to and understand - ratings. And, by doing that, Alpha M might be a key success factor for marketing to gain more weight when the businesses decide on important projects.